In our ongoing series celebrating young talent, Branding in Asia presents the latest edition of One Under 30 – a feature that shines a light on rising stars in the advertising, marketing, and communications world – one person at a time.
This time we talk to Kawita Noramung (aka Cake), Founder and Managing Director at EchoPR.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the job, what she’s not so crazy about, some of her favorite campaign work, and more.
The Basics
Name: Kawita Noramung (aka Cake)
Age: 28
Agency: EchoPR
Position: Founder and Managing Director
Hometown: Bangkok, Thailand
Current Location: Bangkok, but rarely still!
Education: Thammasat University, B.A. in English Literature (Class of 2019)
Seven Questions
How did you get your first break in the industry?
As a former English Literature student, I was always obsessed with the power of stories, not just to entertain, but to connect, to inspire, and to move people. That belief shaped everything. One quote that stuck with me early on was from Yuval Noah Harari from the airport book called ‘Sapiens’ says: “There are no gods, no nations, no money and no human rights, except in our collective imagination.”
To me, that’s communication at its core—turning ideas into collective belief. My first real break came when I became Head of PR at TEDxThammasat during my senior year at Thammasat University. It was a role that challenged and taught me how to build narratives that carry weight, and how to pitch purpose for the sake of publicity.
Working under the TED motto, “Ideas worth spreading,” I learned how to translate complex, powerful thinking into stories people could actually feel. That experience became my foundation: a crash course in communications that moved people.
To me, that’s communication at its core—turning ideas into collective belief.
It led me to my first role at one of the world’s top global PR firms, where I learned how the industry operates at scale. Later, I moved across sectors from agency and corporate to NGO and startup, gathering experience across industries, audiences, and styles of communication and marketing.
And in time, it became clear that every path, every pivot, every pitch was leading me somewhere. All roads led to EchoPR: a place I could build from the inside out—rooted in Southeast Asia, driven by story-based and data-backed communication. More than just PR—we craft stories, shape strategy, and drive culture through media coverage and social content, from headline news to TikTok feeds.
What is your personal mantra?
“Do it scared.” I’ve learned that fear doesn’t mean stop—it means go anyway. Waiting to feel ready is a trap; if I’d waited for perfect timing or perfect confidence, I’d still be stuck.
If I’d waited for perfect timing or perfect confidence, I’d still be stuck.
Some of my best ideas were born in doubt and shaped through action. Growth comes from the doing—especially when it’s uncomfortable. It’s not about being fearless; it’s about showing up scared, trying to hide the sweat, and doing it anyway.
From what person, place or thing have you drawn your greatest creative inspiration?
If I had to name one, it would be my grandad’s old bakery oven. It was ancient, temperamental, and took hours to heat up. But it’s where I first learned that creativity is a slow, sensory process—built on patience, instinct, and just the right amount of heat. In Thailand, nicknames often carry meanings that are hard to explain to foreigners.
My family nicknamed me ‘Cake’ when I was young—not because I was soft, but because I was born into a world where things rise with care and intention. Watching bread take shape taught me everything I know about building ideas: you mix, you knead, you wait—and when it’s ready, you serve it, slice it, and share it.
What do you love about the job?
I love that it lets me build something that didn’t exist before—whether it’s a narrative, a brand, or an entirely new way of seeing. As a founder, I’m not just solving problems; I’m creating meaning, shaping energy, and nudging culture forward. I love that communication is more than a service—it’s soft power. It can shift how people feel, what they believe, and what they choose to support.
Great PR isn’t about noise; it’s about echo. What excites me most is the “what’s next” question: how we tell stories in an AI-led, post-truth era. The landscape is shifting fast, and the brands that lead will be the ones who show up with heart, clarity, and edge.
I want to be part of that evolution—not by being the loudest, but by being the most authentic and intentional. This work lets me do that. It keeps me curious, connected, and constantly creating.
What about your job are you not so crazy about?
The spreadsheets and the silence—or in other words, the repetition and the disrespect. Spreadsheets keep things moving, sure—but turning creativity into cells and columns? It kills the magic. Ideas become tasks. Timelines turn into pressure. The soul of the work slowly disappears under deadlines and dropdowns.
And then there’s the silence. You pour your heart into a pitch, a follow-up, a vision—only to be met with nothing. Not even a no. Just…indifference. It’s not just ghosting—it’s emotional whiplash. The cost of caring in an industry that too often doesn’t.
So, I create rituals to reconnect with the why behind the work—whether it’s journaling after a hard week or carving out space to dream without deadlines. I teach my team (and myself) to separate rejection from worth, and silence from failure. In this business, protecting your creative spirit is part of the job.
What is some work you’ve done that you’re most proud of?
What I’m most proud of is when our work turns stories into sales, elevates personal brands into thought leadership, and sparks real change. At EchoPR, this belief drives everything we do across our three core divisions: EchoPrime, EchoPro, and EchoPact.
EchoPrime, our commercial growth division, helps brands win markets through strategic launches and lasting visibility. From launching Wilson’s first flagship store in the heart of Bangkok to introducing padel to local audiences, we didn’t just create awareness—we built cultural relevance.
We also led Binance-backed projects like MemeWonder and Cryptozonic during Thailand Blockchain Week 2024, translating crypto complexity into culture-driven excitement and drawing over 4,000 future-forward enthusiasts.
EchoPro, our personal branding and influence division, empowers founders and executives to turn presence into impact. For Pandora, we curated a high-touch media visit for the brand’s leadership team—connecting them with top-tier Bangkok newsrooms to amplify their voice in Thailand’s business and sustainability landscape.
For Bitkub, we guided a senior executive in shaping thought leadership around decentralization and the future of work—elevating personal narrative into public influence.
I build brands with intention above sea level, and when I need to reset, I go back to the water.
EchoPact, our purpose and impact division, tells stories that drive change. In 2024, we produced a documentary with STEPS, a Thai social enterprise supporting neurodivergent communities. The film centered caregivers—often overlooked—and was submitted to the 2025 Focus on Ability Festival.
We also use communications as a force for advocacy, leading media narratives for organizations like Organon Thailand, Diageo Moët Hennessy, and Meta (Thailand), together with the Kenan Foundation Asia—each rooted in our belief that storytelling can drive systemic change.
From spotlighting women’s health equity to supporting youth employment to advancing digital safety, we use storytelling to serve the greater good. From products to people to purpose—we shape the future they live in.
If you had to choose another career what would it be?
I would love to be a full-time diver. It’s now more like a hobby than a career. There’s something about the ocean that speaks to every part of who I am—intuitive, reflective, always seeking meaning below the surface.
When I’m underwater, everything tunes down and slows down. It’s just breath, feeling, and flow. That same energy shapes how I approach storytelling and brand building—tuning into what’s unspoken, navigating complexity, and trusting the process.
Diving may not pay the bills (yet), but it feeds the part of me that needs stillness and awe. So I do both—I build brands with intention above sea level, and when I need to reset, I go back to the water.
